Social Memes as Neurocultural Agents

The development of the prefrontal cortex (PFC) enabled humans to acquire advanced communication skills, distinguishing them as highly social compared to other species. Communication emerged not merely as a functional adaptation but as a fundamental property of the human brain, facilitating the formation of hierarchies, cooperation, and complex societies. This core social drive shaped both individual and collective behavior, providing the foundation for intricate cultural systems. Within this context, memes—defined as replicable units of cultural information—developed as a complementary cultural mechanism, influencing the spread of ideas and behaviors alongside genetic evolution. Memes reflect and enhance humanity’s natural predisposition for interaction, serving as vehicles for social learning, identity formation, and group cohesion. This study examines the interplay between the evolution of the human brain, the emergence of social memes, and their role in shaping cognitive processes and societal organization. By exploring these dynamics, we highlight how the human tendency for communication underlies cultural evolution and the mechanisms through which societies create, transmit, and maintain shared knowledge and social structures.